‘Great PR is about creating stories that build trust and leave a lasting impression’

The role of a PR & communications professionals has become more critical in today’s dynamic world. e4m PR & Corp Comm 40 Under 40 Awards 2024 celebrate the trailblazers, future leaders, entrepreneurs under the age of 40 who are redefining brand stories, building trust, and driving strategic communications across industries. These winners represent a new generation of professionals who pave a way to lead with purpose, their stories are both a reflection of their individual triumphs and a roadmap for aspiring communicators.

In this feature, we have Malika Bhavnani, Associate Vice President, Madison PR and the proud recipient of e4m PR & Corp Comm 40 under 40 awards 2024. She opens up about what the recognition means to her, the remarkable moments that shaped her journey, a rare, behind-the-scenes look at the mindset, values, strategies that define success in today's communications industry, and the personal and professional lessons she has gathered along the way.

Excerpts:

How do you feel being part of this renowned list of 40 under 40 leaders?

It’s a really special moment. To me, this recognition isn’t just about my personal journey. It’s a celebration of all the people, teams, and brands I’ve had the chance to grow with over the years. I’ve always believed that great PR is about creating stories that build trust, spark conversations, and leave a lasting impression. Being part of this list just reaffirms that belief — and reminds me how much more there still is to do. 

What are the top 3 skills you believe are essential in today’s professional landscape?

Active Listening - Having worked across different categories and consumer cohorts, I’ve seen how important it is to really listen — to the audience, to your client, to the world around you. In a country as layered as India, it’s not just about knowing what to say, it’s about knowing how and when to say it. The best ideas often come from tuning in, not speaking first. PR isn’t just about what you say — it’s about understanding who you’re speaking to across regions, languages, and subcultures. A skill every communicator needs today is the ability to actively listen — to people, platforms, and pop culture — and then apply that insight with cultural sensitivity.

Integrated Thinking with Agility - Today, communication needs to move seamlessly across PR, digital, content, and creator ecosystems. You need to be quick on your feet — whether you’re riding a trend, navigating a crisis, or shifting gears on a campaign. But what sets people apart is the ability to do this without losing the bigger brand picture.

Authentic Storytelling - Especially in India, where audiences are both media-savvy and emotionally driven, storytelling that’s rooted in truth, simplicity, and cultural relevance is what builds brand love. Indian audiences today, especially younger ones, have a sharp radar for anything that feels too polished or forced. What lands is honesty, relatability, and cultural context. Whether it’s building a campaign or managing a crisis, authentic storytelling rooted in real insight is key to earning trust.

What emerging trends or technologies do you believe will shape your industry in the next 5–10 years?

I see three major shifts on the horizon. First, AI will evolve from reactive to predictive. Instead of just flagging negative sentiment, future tools will forecast reputation risks weeks—or even months ahead, by analysing conversation patterns, policy changes, or market moves. The real magic happens when we blend these AI insights with our on‑ground expertise to pre‑empt issues or seize opportunities before they escalate. At the same time, human trust and earned influence will become even more critical. As synthetic media—deepfakes, AI avatars, virtual influencers—becomes commonplace, authenticity will be our strongest asset. Finally, PR will evolve into experience‑driven storytelling that blends community, commerce, and cause. Imagine product packaging that links to a live carbon‑offset tracker or a QR code on your jacket that maps its sustainable journey. In those moments, PR isn’t just storytelling; it’s about guiding genuine, ongoing experiences that build trust every day.

How do you define leadership in the modern workplace?

For me, leadership today is about building with people, not just telling them what to do. It’s about empowering team members to own their ideas, creating safe spaces where diverse voices can speak up, and leading with clarity, kindness, and a healthy dose of courage. It’s not about having all the answers - it’s about asking the right questions, especially when things get unpredictable. In PR, that means trusting your team to experiment, giving them room to fail fast, and celebrating the small wins as much as the big ones.

What are your future plans? What’s one lesson you want to pass on to young professionals?

I want to continue building brands that matter — brands that don’t just chase fleeting moments, but create real movements. I’m equally driven to mentor the next generation of communicators. There’s nothing more rewarding than seeing young talent discover their own voice and lead with authenticity.

One lesson I’d share: My biggest lesson, cultivate patience as a strategy. Effective PR is a marathon, not a sprint. Real impact often takes time. In the age of social media and instant gratification, it can be tempting to expect quick results from your PR efforts. However, the reality is that building a strong brand reputation requires consistent, ongoing attention. It’s easy to get caught up in chasing deadlines or jumping at every new opportunity, but the real wins come from nurturing relationships, letting campaigns mature, and sticking with your goals through the ups and downs. Celebrate each small milestone—and trust that a steady, patient approach builds the deepest impact.